Milan Salone Del Mobile 2024

Our Highlights

A word from our_

Creative Director

Renowned as the global hub for creativity and innovation in interior design, Salone del Mobile showcases the latest trends, products, and conceptual installations from leading designers, architects, and brands. Bringing designers and creatives from all different fields together - there is something here for everyone!

Year-on-year, our team at Seen Studios pay a visit to some of the most immersive spaces, a few seemingly endless queues and one infamous Milan bar for some famous Negroni Sbagliatos. In this report, our team of designers have captured some thoughts on our best experiences as well as some of our favourite food & drink spots that broke up the 80+km of walking we crammed in!

For those that couldn’t make it to Milan Design Week this year, I hope this report gives you a nice insight on our favourite moments and hopefully inspires you to go next year! Please drop me a message if you’d like to hear more :)

Andrew

This year five of our team members travelled to Salone del Mobile where we saw an incredible selection of works stretching across art and architecture installations, interior and furniture design and digitally led experiences. A common theme running through all was a focus on sustainability and innovative thinking. Our report brings together our favourite concepts and will share our thoughts and insights.

Alex Edwards_ Design Director

_01 Fashion, Luxury & Lifestyle

Loewe_

Let there be light

Overview _ A showcase of lamps located in the Palazzo Citterio. The individuality and craftsmanship of each lamp was celebrated with the only consistent theme being ‘light’. Through the lens of the international artists and artisans, they each created their own responses resulting in a space full of beautiful and intricate objects.

“The craftsmanship on show was beautiful and only emphasised by the stunning and stark architectural setting.”

Alex Edwards_ Design Director

Form follows formulation

Overview _ Architect Nicolas Schuybroek created a simple yet impactful sensorial installation titled ‘form follows formulation’, which had been crafted in a meticulous grid structure from Aesops very own bar soaps. Smaller cavities within the build revealed further storytelling into the world of Aesop.

Issey Miyake_ Fold and Crease

Overview _ In collaboration with We Make Carpets, Issey Miyake revealed ‘Fold and Crease’, a colourful and playful installation that focussed on displaying the same level of craftsmanship and quality that is inspired by the brands own fabrics, created from everyday materials.

Hermès_

The Topography of Material

Overview _ This year, Hermès welcomes you into a dark room with an alluring central glow that draws you to approach the two crossing bridges showcasing their perfectly illuminated crafted floor patterns. Across these pathways is a discretely illuminated slit in the back wall that leads visitors to a corridor where a collection of their new designs and referenced heritage pieces are showcased.

“Hermes’ strong concept translated beautifully within the space this year. They used a well-considered layout and strong focal lighting to draw your attention and curiosity to what mattered to them. I found it elegant and inviting, and I loved it.”

Rosa Bonetti_ Designer

On The Rocks

Overview _ In honour of Le Corbusier, Bottega Veneta put together a large scale installation titled ‘On the Rocks’ which celebrated Le Corbusier’s LC14 Tabouret Cabanon table design. The installation featured stacked wooden boxes with the odd box featuring coloured leather weave in true Bottega style.

Bottega Veneta_

_02 Tech & Automotive

Overview _ Exploring a vision for a better future, Samsung presented an immersive experience that seamlessly connected reality with the digital realm. The scent of hibiscus welcomed you into the space to lead you on a sensory journey through five spaces that paired emotional connections with innovation.

“As we journeyed through the spaces there was a sense of dreamy tranquillity building. Light, colour and digital imagery transformed in scale to ultimately immerse us in an otherworldly, mood altering space.”

Iona Barr_ Senior Designer

Intersections Beyond Boundaries

Overview _ Designed to exaggerate the moment when opposites meet, Kia collaborated with artists in totally diverse fields that highlight contradictions and conversations through installations, talks and performances.

Google_ Making sense of colour

Overview _ Google made their mark by employing colour as its protagonist. After an in-person greeting by one of the designers, you are guided into a large space lined with open pods and invited to sit and experience the sound of colour as the primary experience. Through smaller installations, colour is challenged through touch, sight and smell. Closing the experience is a cleverly laid out Google product-filled tablescape.

“I love an experience that involves all of the senses. Google nailed this sensory journey that made you pause, consider the questions being asked along the way and take a moment to appreciate the impact that colour can have on us.”

Eve Karanikki_ Senior Designer

Overview _This year, Lexus’ immersive exhibition provided a space where users could experience what it’s like when luxury co-exists with carbon neurtrality. This interactive installation showcased Lexus’ vision for cars of the future and the endless innovative possibilities.

Porsche_

The Art of

Dreams

Overview _ Motivated by the theme of dreams, this immersive sculpture allowed users to literally climb into a tactile world of repetition and pattern, with the general design and structure inspired by the pepita houndstooth motif which was first featured in 356C, 911 Porsche.

_03 Furniture & Product

The Amazing Walk

Overview _ Step into the immersive realm of ‘The Amazing Walk’, where a sensorial journey begins amidst a striking landscape. The mountain-esque structure is mirrored in a body of water, with ethereal mist surrounding it’s junction. The suspended pathway symbolizes the adventurous pursuit of products, exhibiting a diverse range of home goods, spanning from budget-friendly to deluxe selections.

“I really wasn’t expecting the scale of this installation, from the complex production of floating it on water, to the stunning heritage architecture as a contrasting backdrop. The QR scan filter was also a playful touch to encourage UGC. I only regret not seeing it by night!”

Andrew Quinn_ Creative Director

Rimowa x La Marzocco_

Caffè Rimowa

Overview _ To celebrate the launch of their new product, the Linea Mini espresso machine, Rimowa and La Marzocco teamed up to create a pop up caffè, designed with a rich palette and intricate detail that highlights the same pride and meticulousness as their products are made with.

Elica_

The lightness of clouds

Overview _ Inspired by the lightness of clouds, Elica partnered with Studio we+ to create an installation that plays with vibrant hues and translucent materials to create an immersive and airy sensory journey that connects users with natural elements.

Kohler_

Terminal 02

Overview _ Showcasing their collaboration with Samuel Ross, KOHLER came in big with a mazelike structure made of large industrial bright orange pipes constructed on pebble turf. The tubes opened in areas revealing flowing water, led through large stone-like structures, some filled with product information and finally to the displayed Formation 02 thrown.

“I really liked this one. You’re immediately confronted with this bright orange industrial maze like structure that is completely contrasting to the traditional architecture surrounding it. I loved following the journey of the water and discovering little pockets of information along the way.”

Eve Karanikki_ Senior Designer

Alessi_ Myth makes belief

Overview _ As seen in the title, this year Alessi wanted to bring fantasy to life, framing their installation around a sculptural egg that represents the unfolding and revealing of creativity, power and imagination, all of which are at the heart of the Alessi brand.

Sabine Marcelis_

Around (and under)

Overview _ This set design invited you to experience Fuorisalone’s theme of Materia Natura from a different perspective. Through an enormous central light that referenced the sun, it filled the room with a defused colourchanging glow and had a soundscape to accompany it. The visitor was allowed a stillness on the soft seating below and with it gave a glimpse of AlUla’s dessertscape.

“Some might have imagined it to have been a short experience. Instead, the entrance pulled you in, the modular seating you’re immediately presented with invited you to sit, and the soft light and soundscape that encapsulated the entire arrangement convinced you to stay.”

Rosa Bonetti_ Designer

Lasvit_

Re/Creation

Overview _ The story behind this experience is one of freedom, fluidity and innovation. The fused glass takes it’s form solely by it’s own weight, which further exaggerates the relaxed nature of the space. It encapsulates escapism and weightlessness, which is compared to what is capable within the creative mind.

IKEA_

1st

Overview _ 1st explored the concept of leaving home for the first time. Set designer, Midori Hasuike chose to use modest, rentable and recyclable materials to construct a large scale playground that was layered with packing boxes and iconic IKEA pieces.

“The space had a vibrant, buzzy feeling, reflective of the concept. The busy maze-like structure encouraged exploration and the beds on the mezzanine level were a great chance to kick off our shoes (into an IKEA bag) and soak up the atmosphere.”

Iona Barr_ Senior Designer

Designblok Cosmos_ Intergalactic Beauty

Overview _ Designblok Cosmos designed an out of this world space that allowed you to immerse yourself into infinity. This space housed original glass works made by ten contemporary Czech designers, and it made for the perfect photo moment, playing with light and never ending reflections.

The Rude Arts Club

Overview _’Embracing all that comes with being a woman’, Toogood was inspired by the works of Francis Bacon, who’s primary subject was the human form. In collaboration with CC Tapis, the rugs feature abstract phallic shapes which serve as a backdrop for the soft cloud like sofas and day beds featured in the space.

Faye Toogood x CC Tapis_

_04 Store Design

Modes_ Piazza Risorgimento 8

Overview _ The space has been constructed from existing materials as part of a layered design plan that builds upon previous projects. Modes often hosts different installations and activations within the store making for a super versatile and flexible space.

JWA_ Via Sant’Andrea 16

Overview _ The JWA store plays on a fun juxtaposition of Anderson’s visual language and the bourgeois Milanese surroundings. The sleek aluminium shelving contrasts a handmade terrazzo floor which further exaggerates this blend of traditional and modern display.

Aesop_

Piazza del Carmine, 1

Overview _ Aesop have a number of stores across Milan, but it was great to see the storytelling of ‘Form follows formulation’ continuing through visual merchandising from pop up to store, with beautiful window executions and in store displays.

Overview _ Taking inspiration from the existing facade of the store, the walls feature stainless steel arches, surrounded by granite, which not only continues into the floor but also the tables and stools, maintaining Acne Studios clean and minimalist aesthetic.

Acne Studios_

Piazza del Carmine, 6

_04 Seen Studios City Guide

Our recomendations

Duomo _ Luini - Panzarotti

All’Antico Vinaio - Focaccia Sandwiches

Chinatown _ Mo - Street food

Mumbao - Street food

Ravioleria Sarpi - Street food

Porta Venezia _ Pasticceria Bottarelli - Breakfast

Gelsomina - Breakfast

Ristorante da Oscar - Italian restaurant

Ponte Milvio - Italian restaurant

Brera _ Pattini - Focaccia Sandwiches

Navigli_ Taglieri & Wine: La prosciutteria - Aperitivo

Centrale _ Tranvai - Cocktails

Duomo _ Starbucks Reserve - Cocktails

Chinatown _ Cantine Isola - Aperitivo

Porta Venezia _ Pero Publicca - Aparetivo

Tropical Island - Aparetivo

Bar Basso - Cocktails

Image courtesy of Highsnobiety

4 tram rides

6 queues

12 coffee breaks

508, 565 steps